Reminder of our sandwich shop owner’s marketing plan…

In the previous article of this series we shared a detailed summary of our recommendation for a sandwich shop marketing plan – now to make clear the digital marketing tools to achieve this.

Whilst the campaign details are set and individual strategic elements are lined up – we are yet to divulge technical implementation.

The following are recommended digital marketing tools for food delivery businesses and sandwich shops:

[1] Digital Design and Print – Free

One of the foundation elements of your marketing strategy will be your digital design and print capabilities.

Whilst premium, industry standard software solutions come with steep learning curves and large price tags (often with ongoing subscription models), there are many equivalent open source or budget options which reduce expenses.

Our recommendation for digital design and print tools are:

Microsoft PowerPoint

GNU Image Manipulation Program

Inkscape

VistaPrint

The combination of the above solutions bring professional standard performance, at zero (or at most a fraction of the…) cost.

They can be used to design bespoke versions of the following marketing collateral:

…branded website graphics

…hard-copy business stationery

…promotional graphics

…all templated communications

…cheap, high volume, print jobs delivered to your door!

You may be surprised at some of the results achieved with these relatively simple, seemingly consumer-grade tools. In our experience, most small to medium sized businesses require no more than these tools for most design related tasks.

In the case of our sandwich shop owner, PowerPoint, GNU Image Manipulation Program and VistaPrint will be ample for designing our necessary brand collateral.

[2] Content Research and Development – FREE

In the process of researching and developing the written content for our marketing campaign, we use a few tools to assist us in upping the relevance of our vocabulary and including customer related keywords.

[6] SMS Promotional Broadcasts – 1.65p per text

Send hundreds of SMS messages at one click and monitoring/tracking the responses requires specialist software.

The ability to do this all from a personal computer, laptop or tablet is made possible with TextMarketer which provides an SMS marketing dashboard for managing text-based communications campaigns.

There is a relatively low-investment barrier, with bulk text packages starting from as little as 1.65p per message.

Other advantageous features include:

SMS surveys

Incoming SMS responses

Shortcode SMS campaigns

Virtual mobile number

Email-2-SMS

Web form-2-SMS

[7] Phone Tracking – £10 per month VOIP

To keep oversight of the ROI from leads generated by the new marketing campaign vs. existing promotions, we decided on a phone tracking solution linked to web analytics. We choose TTNC as VOIP provider.

A ring-fenced telephone number is adopted for this campaign to keep all derived statistics clean cut.

Knowledge of every phone call generated from this new campaign will grant our sandwich shop owner a tight handle on campaign performance.

[8] SMS2Printer – £100.00

A GPRS/SMS printer is a neat bit of kit which will allow for any SMS orders or online orders to be instantly printed in the sandwich shop kitchen during peak hours.

This shop owner can ensure that text orders are printed instantly, with duplicate tickets produced for attaching to dispatch packages of sandwiches.

Conclusion

As you can see from this round-up, for a seriously low-budget investment (at relatively negligible long term investment cost) you too could take the approach of our sandwich shop owner client for growing your food delivery business.

All of the tools above require basic level IT proficiency as pre-requisite with none requiring developer level skill to implement.

YouTube is aflood with tutorial videos for using WordPress, WooCommerce as well as the other tools if you need to be guided to use them profitably.

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